The fintech frontier: Investigating fintech entrepreneurial intentions in the light of fintech awareness

Fintech startups, with their disruptive potential, are challenging established financial services and bridging the gap between the underserved and the economic system with innovative technology. This study, which delves into fintech entrepreneurial intention, a pivotal first step in the entrepreneurial process, aims to identify the variables that influence it. The study employs the Theory of Planned Behavior (TPB) and introduces innovativeness, self-efficacy, and fintech awareness as additional factors. Two hundred ninety-eight respondents shared their fintech entrepreneurial intentions and associated factors, providing valuable insights. The findings underscore the significant impact of all factors, except subjective norms, on fintech entrepreneurial intention, highlighting the transformative potential of this field that can inspire us all.